The cruise industry’s busiest booking stretch is underway, and one brand is leaning hard into a category that continues to gain ground: adults-only travel.
Virgin Voyages says it is entering Wave season with record momentum, capitalizing on accelerating demand in the adult-focused travel sector — a segment analysts project will grow from $9.2 billion in 2024 to $18.1 billion by 2033.
The cruise line, which has been kid-free since launch, is positioning itself at the center of that expansion.
An Adult-Only Category on the Rise
Industry analysts point to adult-only travel as one of the most significant shifts shaping the broader leisure market. The segment is expanding at a 7.8 percent compound annual growth rate, fueled by changing traveler priorities and demographic trends.
Millennials, Gen X travelers and empty nesters are increasingly seeking environments that feel relaxed and social, without family-oriented programming. Dual-income households are placing greater emphasis on meaningful leisure time as part of overall balance rather than as an occasional splurge.
Recent U.S. Census data also shows women are having children later than previous generations, extending life stages defined by career growth, travel and flexible lifestyle choices. At the same time, social media visibility has amplified demand for curated, adult-focused experiences.
Virgin Voyages built its brand around that premise from day one.
“We didn’t approach kid-free travel as a short-term trend,” said Nirmal Saverimuttu, CEO of Virgin Voyages. “We built Virgin Voyages around it from day one. As more adults look for space to truly switch off and reconnect, whether that’s with themselves, their partners or their friends, we’re seeing that what we created genuinely resonates.”
A Banner Year for 2025
The company closed 2025 with its strongest year-over-year performance since launch.
Virgin Voyages reported bookings up nearly 20 percent compared to the prior year, while gross ticket revenue increased close to 30 percent. Ships sailed at full commercial load factors, underscoring sustained demand across its fleet.
Mid-Wave data suggests that momentum has carried into 2026. Revenue is up close to 20 percent year-over-year, and January 2026 marked the highest booking month in the company’s history.
Longer Sailings, New Markets
Longer itineraries are outperforming forecasts, particularly in the Caribbean.
The United States remains the strongest source market.
A defining milestone came in 2025 with the debut of Brilliant Lady, completing Virgin Voyages’ four-ship fleet. The ship launched with dual inaugural sailings from New York City and Miami, expanding the brand’s North American footprint and deepening its access to key departure hubs.
“Brilliant Lady is proof of what happens when you refuse to stand still,” Saverimuttu said. “Everything we’ve learned since 2021 is built into her DNA, and she’s the sharpest expression yet of what we believe travel should feel like for adults.”
A Movement, Not a Niche
Virgin Voyages argues that adult-only cruising is no longer a niche within the cruise market, but a category shift reflecting broader consumer preferences.
As discretionary travel categories face pressure in parts of the market, the brand says demand for kid-free cruising continues to accelerate — driven by travelers prioritizing serenity, cultural immersion and adult-centric amenities.
“Kid-free travel is not a niche category. It’s a movement,” Saverimuttu said. “And we are now the go-to brand for anyone traveling without kids.”
With Wave season underway and bookings at record highs, Virgin Voyages is betting that the adult-only model will remain one of cruising’s strongest growth engines in the years ahead
Caitlin Sullivan
2026-02-13 16:55:00